Social Media in the Frozen and Refrigerated Industry Presented - - PowerPoint PPT Presentation

Social Media in the Frozen and Refrigerated Industry

10/06/18

Presented to: FRANE Membership Presented by: Rick Alpern President, Single Source Marketing

Agenda

• Why Food Marketers Love Social Media
• The “Food” Platforms
• Content is King
• User-Generated Content
• Influencers – Who are These People???
• Social Media Done Well
• How to Max the Impact of your Social Media

Why Food Marketers Love Social Media

Why Food Marketers Love Social Media

• It’s so visual!

Why Food Marketers Love Social Media

• Timely and relevant

Why Food Marketers Love Social Media

• Timely and relevant

Why Food Marketers Love Social Media

• Engages

their audience

Why Food Marketers Love Social Media

• Collaborate with other brands

Why Food Marketers Love Social Media

• It’s a conversation that goes both ways

Why Food Marketers Love Social Media

• The production price is right

 High production values often without high costs

Why Food Marketers Love Social Media

• A daily chance for lightening in a bottle

Why Food Marketers Love Social Media

• Extremely targeted: buying ads or boosting posts

Dashboard

Why Food Marketers Love Social Media

• Connect with customers on an emotional level

 Heartwarming … Emotions build bonds

Why Food Marketers Love Social Media

• Humor

Why Food Marketers Love Social Media

• Edgy Humor

Why Food Marketers Love Social Media

• Share new ideas: Recipes, unexpected uses

Why Food Marketers Love Social Media

• Share brand personality

 It’s fun and can be unexpected

Why Food Marketers Love Social Media

• Share brand personality

 It’s fun and can be unexpected

Why Food Marketers Love Social Media

• Promote their people

The Major Social Media Platforms

The Major Players

• 1B Active Users
• Very Visual, with captions,

stories and comments

• Ad Targeting
• 191M Active Users
• Visual photos and videos
• nly, images disappear after

viewing, send live video

• Filters & Geofenced ads
• 250M Active Users
• 80% Female
• Very visual, less social
• Acts like a search engine
• Ad targeting
• 336M Active Users
• Text and visual
• Very Interactive
• Ad targeting
• 234M Active Users
• Mostly Text and

conversation

• Very Interactive & engaged
• No Ads
• 1B Active Users
• Videos Only
• Acts like a search engine
• Less Social
• Ad Targeting
• 1B Active Users
• Interactive, visual, with

links and text

• Ad Targeting

The “Food” Platforms

The “Food” Platforms

• 1B Active Users
• Interactive,

visual, with links and text

• Ad Targeting
• 1B Active Users
• Very Visual,

with captions, stories and comments

• Ad Targeting
• 250M Active Users
• 80% Female
• Very visual, less social
• Acts like a search engine
• Ad targeting
• 336M Active Users
• Text and visual
• Very Interactive
• Ad targeting

Content is King

Content is King

• What it takes to make great content

 Hire Great Talent  Strong Photography  Well Done Video  Tight Writing  Sense of Concept  Willingness to Fail  Planning and Process:

Brainstorm, Write, Edit, Proof, Post

Creating Content – Our Process

• What it takes to get Social Media done well.

Single Source Content Calendar Timeline

• 30 Days Before Launch

 Internal Brainstorm (SMMs)

 Cultivate themes and campaigns for the upcoming month

 Create posts and content

 Include a detailed outline for creative department

 SMMs present to CMMs

• 20 Days Before Launch

 Creative

 Supporting graphics for posts, ads and videos are created to present to the

client for approval

• 15 Days Before Launch

 Proof completed calendars and make final edits  Present calendar to client for review and revisions.

• 7 Days Before Launch

 Final Edits and Proofing  Schedule Posts

User Generated Content vs. Original Content

User Generated Content

• Yasso Frozen Yogurt

User Content Examples

• Healthade Kombucha

User Content Examples

• GoLive Probiotic Drink

User Content Examples

• Humm Kombucha

User Content Examples

• Ithaca Cold Crafted Hummus

User Content Examples

• Dannon Light and Fit Yogurt

“Influencers” – Who are these people??

• Top Influencers
• “Our” influencers

Top 5 Influencers

Top 5 Influencers

• Kylie Jenner

 116 Million Followers  $1,000,000 per Instagram post

Perspective US population: 324M

Top 5 Influencers

• Selina Gomez

 144 Million Followers  $800,000 per Instagram post

Perspective Russia population: 143M

Top 5 Influencers

• Cristiano Ronaldo

 142.6 Million Followers  $800,000 per Instagram post

Perspective

TB12 has 4.4M Followers Cristiano has 32x more!

Top 5 Influencers

• Kim Kardashian

 118 Million Followers  $720,000 per Instagram post

Top 5 Influencers

• Beyoncé Knowles

 118 Million Followers  $700,000 per Instagram post

Perspective

• Super Bowl commercial reach:

 111 Million People watch the Super Bowl  Average cost of a :30 SB commercial: $5,050,000  Production costs vary wildly: $500,000 - $1,000,000+  How many people actually see your spot?  How many people engage with your spot?  Of those who see it, how many are actually in your target base?

Perspective

• Hire The Rock for a brand endorsement on Instagram
• Reach 116M People
• Total cost: $650,000

“Our” Influencers

• Welcome Back To Reality

“Our” Influencers

• @restoring_radiance

 131,000 Followers  Instagram recipe post with a giveaway  Value Added: Instagram Story and one additional photo  Investment: $800

Our Influencers

• @leahsplate

 101,000 Followers  Instagram post with a giveaway  Value Added: 3 Instagram Stories and 2 additional photos  Investment: $600

Our Influencers

• @melissas_healthykitchen

 93,900 Followers  Instagram post with a giveaway  Value Added: 2 Instagram Stories and 1 additional photo  Investment: $400

Summary – Why Pay an Influencer

• Instant credibility
• Tap into their followers
• Quality content

 Photography  Video  Contesting  Recipes

• The variety of creative keeps things fresh
• Influencers follow each other … a lot.

 Makes your brand more desirable to other

Influencers

• Big reach and big impact for a small price tag

Social Media Done Well

Social Media Done Well

• Views: 1,232
• Comments: 623
• Why it’s great: Contest, collaboration, engagement w/ CTA

Social Media Done Well

• Likes: 3,171
• Comments: 77
• Why it’s great: Unexpected and a great photo

Social Media Done Well

• Likes: 89
• Comments: 4
• Why it’s great: Relevant and timely

Social Media Done Well

• Views: 56,680
• Comments: 304
• Why it’s great: New idea and recipe

Social Media Done Well

• Likes: 755
• Comments: 111
• Why it’s great: Unexpected collaboration & staying relevant

Social Media Done Well

• Likes: 3,397
• Comments: 115
• Why it’s great: Great looking food photo, pop culture reference

How to Max the Impact of Your Social Media

Get Your Marketing Right First

• “The End Depends Upon the Beginning.”
• You have to build the proper marketing

foundation waaaaaaaay before you build out your Social Media:

• 1. Clearly define Primary, Secondary and Tertiary

Targets

• 2. Determine the Top Benefits your company delivers

to the Primary Target

• 3. Position all of your messaging and touchpoints

around these Top Benefits

• 4. Develop Brand Standards (Living Document!)
• 5. Stay consistent and hammer home these same

benefits over and over and over again

Now You Are Ready to Max Your Social Media

• First, commit to it
• Know that it is NOT FREE

 Resources and time = $$$$  Ads and Boosting Posts cost money  You need to invest

• Set expectations

 Measurable goals

• “Hope is not a Strategy” and neither is

Social Media

 It is a tactic  Must fit into the overall marketing strategy

• Hire and cultivate great Talent.

Questions & Thank You!!